How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale.

Despite an increasing amount of research on co-creation of value, in general, research on brand value co-creation remains limited. Particularly, how much value customers contribute to the brand value co-creation process remains unclear. This research develops in a series of eight studies the Customer Co-Creation Value (CCCV) measurement scale that helps firms assess the value of customers in the brand value co-creation process. The findings reveal that CCCV is a multidimensional construct consisting of two higher-order factors and seven dimensions: customer-owned resources (including brand knowledge, brand skills, brand creativity, and brand connectedness) and customer motivation (comprising brand passion, brand trust, and brand commitment). Further, the CCCV scale reliably and validly gauges the value customers contribute to a firm's brand. The CCCV framework helps marketing managers understand how customers can contribute to a firm's brand value cocreation efforts and how much value customers contribute to a brand in the co-creation process

Variations of plasma sodium levels (mmol/L) and plasma vasopressin levels (pg/ml) during the osmotic challenge in responders and non-responders.

<p>Measurements were performed 15 mins before (P0) and then 15 (P1), 45 (P2), 75 (P3), and 105 (P4) mins after the beginning of saline hypertonic infusion. During osmotic challenge, changes in plasma sodium levels did not differ between the two groups. Values are expressed as median with interquartile range.</p

Change in thirst (cm on VAS) during the osmotic challenge in responders and non-responders.

<p>Thirst was comparable between the two groups at baseline but was significantly greater in responders at end of test Values are expressed as median with interquartile range.</p

Variations of heart rate (beats/min), mean arterial pressure (MAP) (mmHg) and systolic arterial pressure (SAP) (mmHg) during the osmotic challenge in responders and non-responders.

<p>During osmotic challenge, changes in heart rate, SAP, MAP, and plasma levels of BNP did not differ between the two groups Values are expressed as median with interquartile range.</p

Parvocellular expression of AVPmRNA, CRHmRNA and iNOS in control and septic shock patients and in sham, septic and septic ED rats.

<p>Abbreviations: AVP, Vasopressin; CRH, Corticotropin Releasing Hormone; mRNA, messenger RNA; iNOS, inducible nitric oxide synthase; ED, Early death.</p><p>Results are expressed as median (IQR).The index of labelling CRH and AVP <i>in-situ</i> hybridization and iNOS immunohistochemistry ranged from 0 to 3.</p><p>Comparison between the following animal groups:</p>a<p>Sham <i>versus</i> Sepsis,</p>b<p>Sepsis <i>versus</i> Septic Shock,</p>c<p>Sham <i>versus</i> Septic Shock.</p

Antehypophyseal expression of ACTH, CRHR1 and V1b receptor in control and septic shock patients and in sham, septic and septic ED rats.

<p>Abbreviations: ACTH, Adreno-Corticotropic Hormone; V1b, Vasopressin receptor 1b; CRHR1, Corticotropin Releasing Hormone receptor 1; ED, Early death.</p><p>Results are expressed as median (IQR). The index of labelling of ACTH, CRHR1 and V1b receptor immunohistochemistry ranged from 0 to 3.</p><p>Comparison between the following animal groups:</p>a<p>Sham <i>versus</i> Sepsis,</p>b<p>Sepsis <i>versus</i> Septic Shock,</p>c<p>Sham <i>versus</i> Septic Shock.</p

PVN of patients who died from non-septic causes (A–C–E) or septic shock (B–D–F).

<p>CRH mRNA (A–B) and AVP mRNA (C–D) labelling after <i>in situ</i> hybridization expression did not differ between the two groups. iNOS (E–F) expression after immunohistochemistry (ABC peroxidase/DAB) was higher in septic shock patients.</p

Ante-hypophysis of patients who died from non-septic causes (A–C–E) or septic shock (B–D–F).

<p>Labelling of CRHR1 (A–B) and V1b receptor (C–D) after immunohistochemistry (ABC peroxidase/DAB) did not vary among the two groups. ACTH (E–F) immunostaining (ABC peroxidase/DAB) was decreased in septic shock patients.</p

Antibodies.

<p>*H: human; R: rat.</p